Potts' Sets Pace When it Comes To Launching a 5-strong Portfolio of Air Fryer Pastes

Potts’ expands into mealtime convenience with five world-cuisine air fryer pastes in recyclable tubes, targeting the 65% of UK households using air fryers.

Building upon Potts’ prowess within premium tier, ambient cooking sauces, it perhaps wasn’t surprising that October 26 sees the Wiltshire-based business better placed than most to underline its strong presence within the culinary sweet spot that resides somewhere between scratch cooking and foolproof convenience.

A recent McKinsey report suggests that ’effort reduction’ not simply ‘time saving’ is the new call-to-arms within mealtime convenience and with 65% of UK households now owning an air fryer (UK has spent £18.3bn on air fryers since 2007), the market was ripe for a World Cuisine inspired range of easily squeezable, resealable & recyclable, ‘no nasties’ Pastes in Tubes

Japanese - Miso, Tamari & Ginger Teriyaki Flavour - Air Fryer & Grilling paste
S. Indian - Chilli, Kerala Masalal Tandoori Flavour - Air Fryer & Grilling paste
Mexican - Honey & Chipotle Flavour - Air Fryer & Grilling paste
Lebanese - Zaatar Spice Flavour - Air Fryer & Shawarma paste
Korean – Gochujang & Rice Wine Flavour – Air Fryer & BBQ paste

Primed to provide high flavour intensity and flavour layering (gradually build in added depth & complexity), this vibrantly branded range globally inspired pastes brings NEW energy and disruption to the cooking sauces/world foods aisle coupled with planet-friendly (100% recyclable) aluminium tubes

Perfect for modern scratch cooking, air fryer feasts or marinades, this far-reaching collection of 5, globally inspired recipes will appear to everyone from inquisitive time-poor younger families through to accomplished home chefs and well-travelled foodies.